With its recent statement, Spotify may have done both good and evil.
The firm revealed in a news release that it is adding Call-to-Action cards for podcast commercials to its app. When a user is listening to a podcast episode, the functionality will enable podcast sponsors to show interactive adverts on the Now Playing screen.
The business claims that it will make it simpler for prospective consumers to engage with a product since they won’t have to remember a promo code or URL because they can just tap on the ad as it appears during the podcast episode. Ads may be shown on episode summaries and the podcast overview page in addition to the Now Playing screen.
CTA cards will appear in the app as soon as a podcast ad begins playing, and will resurface later on while you’re exploring the Spotify app—making it easier to check out the brand, product, or service you heard about while listening. CTA cards will make it easier for you to directly discover the products and services you’re interested in without having a hard-to-remember promo code or vanity URL.
Although all of these are reasonable and beneficial to both consumers and marketers, Spotify also states that advertising may “reappear later on while you’re browsing the Spotify app.” According to one of the feature’s promotional graphics, these adverts might even display on the Search page when you’re seeking music or podcasts. This might be a thorn in the side for customers who, while enjoying the convenience of use in podcast episodes, don’t want to be bombarded with adverts throughout their Spotify experience.
The CTA cards will start showing up for some of the firm’s original and exclusive podcasts in the United States today, according to the company.
CTA cards will be available across select Spotify Original & Exclusive podcasts in the U.S. beginning today. Advertisers can be especially excited—our tests have shown twice as many site visits with these new clickable ads compared to non-clickable podcast ads. Learn more at Ads.Spotify.com.
We’ll have to wait and see how this new function impacts the Spotify app’s user experience. It may be a terrific user experience for customers and the companies they want to check out if it’s done correctly. On the other hand, depending on where and how frequently these adverts appear to users, it might be a negative for the app.
Apple Podcasts, on the other hand, has yet to implement a comparable function. When a podcast commercial plays during an episode, Apple Podcasts users may either take note of a promo code or URL or check the program’s show notes for that information.
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